Category: Best integrated content campaign
Advertiser: ORIGINAL PENGUIN
Product/Service: FASHION BRAND
Agency: LA COMUNIDAD
Executive Creative Director: Jose Molla (La Comunidad)
Executive Creative Director: Joaquin Molla (La Comunidad)
Creative Director: Rodrigo Butori (La Comunidad)
Creative Director: Ramiro Raposo (La Comunidad)
Copywriter: Jane Cronk (La Comunidad)
Copywriter: Kathy Hepinstall (La Comunidad)
Copywriter: João Caetano Brasil (La Comunidad)
Art Director: Chelsea Cumings (La Comunidad)
Art Director: Peele Lemos (La Comunidad)
Head Of Production: Laurie Malaga (La Comunidad)
Production Coordinator: Mercedes Golip (La Comunidad)
Production Coordinator: Mercedes Leonard (La Comunidad)
Photo Artist: Massimo Leone (La Comunidad)
Creative Technology Director: Natalia Rojas (La Comunidad)
Director: Jake Sumner
Editor: Mike Colao
Editor: Eric Argiro
Production Co.: (ALLDAYEVERYDAY)
Post Production: (Union Editorial)
Music And Sound: (The Lodge)
Media placement: Filmed Content, Photography, Social Media Posts/comments - Facebook, Twitter,YouTube, Stumble Upon, Complex Media Network - 12 August 2011
Campaign Description
Audiences have always had an appetite for content, regardless of its source: TV, viral or otherwise. And most brands have caught on.
In fact, more marketers focus on content to drive awareness. Social media is at the centre of this trend, with 96% of marketers using social platforms. Except our 1950s brand, Original Penguin, that wanted to make a big impact with almost no money or media buy.
But we were in luck. With little funds to back our campaign, we came up with engaging and inexpensive viral videos within a social media platform to share our brand with the world, in an expansive way.
Instead of just creating a campaign with bits and pieces, we decided to create a persona and told its story. The Original Penguin Jacket: a character that people could follow, share and connect with just like they do their other social media friends.
Effectiveness
In a world where the meaning of a social gathering has changed from meeting your friends at a party to meeting them inside a screen, Original Penguin (a 1950s fashion brand) still hadn’t found their place within the social media arena.
To solve this problem, we came up with the myth of the Original Penguin Jacket: an icon from the brand’s past that returned to take on the world.
With little funds or media support, we created several viral films featuring this garment doing modern-day stunts; from crossing the Bermuda Triangle in a remote controlled boat to making a car jump rope. The Jacket also had a voice of its own that it shared with thousands of followers over dedicated social media pages. We even took the Jacket’s story to in-store promotions and events, designed posters, and sent it to meet fans.
The Jacket generated nearly 1.5m views and thousands of followers. It story and videos were featured on national television, as well as many channels abroad. A home run for Original Penguin.
Implementation
With a little budget, our strategy was to capture the audience by sharing the spirit of the Jacket in an entertaining way:
- We created humorous viral videos that brought the Jacket’s classic values into today’s world.
- Gave the Jacket a voice of its own on social-media.
- Shared the Jacket’s journey through web banners.
- Had the Jacket make appearances in-stores.
- Designed posters, postcards and tags for POS.
- Sent personalised packages, sharing the Jacket’s story, to bloggers.
- Sent it to be worn by its most ardent fans.
- Built a locator to track the Jacket’s journey.
Outcome
Despite low paid media resources, within weeks of the Jacket’s comeback footage featuring the Jacket’s adventures nearly 2m views were generated.
The brand’s Twitter page tripled within a few short weeks. Online fans closely followed the storyline, with the Original Penguin Jacket’s Facebook page having anywhere from 4,000 to 7,000 active engagements (clicks, comments, shares, etc.) on a weekly basis.
Within a month, it became official: we had created an ambassador for Original Penguin.
Fans began begging for a chance to have the Jacket for themselves. Over time, the Original Penguin Jacket’s adventures received so much worldwide press that blogs, website and TV networks such as ESPN (Sports Nation), ABC (Good Morning America), Fox (FOX 17), BBC (Top Gear), Discovery Channel (Myth Busters) and GQ TV were spreading the Jacket’s story.
In short, the Jacket’s content was being shared globally and Original Penguin had now made their mark in the digital conversation.
Not bad for an old red Jacket.